The NFL's Buffalo Bills have signed a new multi-year partnership to make Caesars Sportsbook an Official Mobile Sports Betting Partner of the team, the club announced on Saturday. The partnership combines custom fan experiences and “significant sponsorship assets,” according to a press statement. The new comes a few days after a similar announcement from FanDuel, which along with Caesars is one of the five mobile sportsbook operators live in New York.
The deal also provides the company naming rights to a new sportsbook-style premium club lounge at Highmark Stadium, home of the only NFL franchise that plays its games inside the state of New York. Details on the brand-new club, to be located in the northwest corner tower of the existing Business Class Club, will be available “prior to the start of the 2022 Buffalo Bills season.”
In addition to the new space, Caesars Sportsbook also gains access to the use of official team logos and marks, as well as access to a wide range of VIP experiences and hospitality assets to make available for its bettors through the Caesars Sportsbook app’s integration with its loyalty program, Caesars Rewards.
Help us officially welcome our friends at @CaesarsSports to #BillsMafia!— Buffalo Bills (@BuffaloBills) January 15, 2022
Check out the mobile sports betting opportunities this exciting partnership brings to Bills fans: https://t.co/CSyC53CpGm pic.twitter.com/4kAAWuqtno
"This partnership gives us the opportunity to connect with one of the most passionate fan bases in all of sports," said Chris Holdren, Co-President of Caesars Digital. "We're ready to welcome Bills fans into the Caesars Empire and offer them access to best-in-class hospitality experiences through our Caesars Sportsbook app as we continue to expand our footprint across the state of New York and beyond."
Moreover, broadcast and digital content across Buffalo Bills’ properties, TV-visible in-game signage, and access to unique fan activations at Highmark Stadium, are all included in the partnership, explains a press release.
The deal is expected to extend Caesars Sportsbook’s outreach beyond Western New York to Bills fans in Southern Ontario. Bills fans who attended the Wild Card playoff game against the New England Patriots also enjoyed a co-branded beanie giveaway.
Today, we announced a multi-year partnership to make @CaesarsSports an Official Mobile Sports Betting Partner of the @BuffaloBills.✨— Caesars Entertainment (@CaesarsEnt) January 15, 2022
For more information https://t.co/CPBTexFf19 pic.twitter.com/chPuVqfrST
"The Caesars Sportsbook app is a premier sports betting app that connects sports fans and delivers best-in-class experiences," said Dan Misko, Sr. Vice President of Business Development for Pegula Sports & Entertainment, the parent company of the Bills brand. "We look forward to the new attraction Caesars will bring to Highmark Stadium next season, and to working with Caesars Sportsbook for many years to come."
The partnership follows Caesars Sportsbook launching in New York on January 8, the day mobile sports wagering went live in the state. Caesars’s product was among the first four to launch, along with DraftKings, FanDuel and Rush Street Interactive's BetRivers. Bills fans in the state can now download and wager through the app, available both on iOS and Android.
"Today is a historic day for not only Caesars Sportsbook, but for the entire state of New York," said Holdren on the day of the launch. "We're ready to treat sports fans across the state of New York like royalty through our Caesars Sportsbook app as we welcome them into the Caesars Empire, extend our already established roots and continue to build partnerships that benefit our bettors."
Caesars also signed earlier this month a deal with NHL's New York Rangers legendary goaltender Henrik Lundqvist to become an official ambassador for the Caesars Sportsbook brand in New York. As an ambassador, Lundqvist will participate in a range of fan engagement opportunities through the Caesars Rewards loyalty program.